By the Numbers: Coca-Cola’s Times Square Billboard


Coke has been advertising in New York’s Times Square for 97 years, but never as big—and bold—as it is now. Its new billboard, touted as the world’s first 3-D robotic sign, will hover over the tourist mecca. Composed of more than 1,500 LED screens, its content is programmed by time of day. For instance, around lunchtime, messages might tout Coke and meals. It’s a far cry from the 1960s, when Coke’s circular sign simply stated “The Pause that Refreshes.”

Credit: Can: iStock

3×2 Coke By the Numbers Credit: courtesy of Coca-cola

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About Author

E J Schultz

E.J. Schultz is the Chicago Bureau Chief at Advertising Age and covers beverage, automotive and sports marketing. He is a former reporter for McClatchy newspapers, including the Fresno Bee, where he covered business and state government and politics, and the Island Packet in South Carolina. His journalism awards include a 2012 Jesse H. Neal National Business Journalism Award for best range of work by a single author and a 2011 Best in Business award for a feature story from the Society of American Business Editors and Writers. A native of Cincinnati, Mr. Schultz has an economics degree from Xavier University and a masters in journalism from Northwestern University.

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